Metaverse Marketing: Games and Virtual Worlds in Product Promotion

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Analysts tell us that the market for in-game and virtual world advertising is expected to grow by a factor of ten in the next five years. But this is still a new frontier and marketers are confused about what's required to reach audiences in these worlds and what they can expect from investing in this area.We'll look at the most common and the most creative approaches to reaching these cyber-citizens, highlight common pitfalls, and discuss how to measure the effectiveness of these programs.

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Metaverse Marketing: Games and Virtual Worlds in Product Promotion

  1. 1. Making Sense of Business in Virtual Worlds Metaverse Marketing Games and Virtual Worlds in Product Promotion Berlin, den 6.11.2007
  2. 2. Welcome to Berlin ;)
  3. 3. Sebastian Küpers
  4. 4. Chief Creative Officer
  5. 5. The Otherland Group
  6. 6. Full-Service Agency for Virtual Worlds
  7. 7. Play World of Warcraft since 2005
  8. 8. Resident of Second Life since 2006
  9. 9. 2 Questions:
  10. 10. 1. Why should you think about investing in Virtual Worlds?
  11. 11. 2. How to do marketing and advertising within a Virtual World?
  12. 12. What do we talk about?
  13. 13. I am sure you've heard of ...
  14. 15. I am sure you've heard of ...
  15. 16. I am sure you've heard of ...
  16. 17. I am sure you've heard of ...
  17. 18. ... and of course ...
  18. 20. I am sure you've heard of ...
  19. 21. I am sure you've heard of ...
  20. 22. I am sure you've heard of ...
  21. 23. I am sure you've heard of ...
  22. 24. But that are only the „basics“ ....
  23. 25. ... it's much more interesting if you have also heard of ...
  24. 26. I am sure you've heard of ...
  25. 27. I am sure you've heard of ...
  26. 28. I am sure you've heard of ...
  27. 33. I am sure you've heard of ...
  28. 34. I am sure you've heard of ...
  29. 35. ... and many many more ...
  30. 36. More than 3 dozen Virtual Worlds
  31. 37. About 80 Million active Residents within these worlds
  32. 38. ... and it still growths ...
  33. 39. 10% each month over all VWs
  34. 40. in detail:
  35. 41. Kids-Worlds and 2.5D Worlds accessible with a Web-Browser grow much faster ATM, than ...
  36. 42. ... Client / Server based VW's like Second Life, There, Entropia Universe etc.
  37. 43. By the end of 2011, 80 percent of active Internet users (and Fortune 500 enterprises) will have a “second life”, but not necessarily in Second Life, according to Gartner, Inc.
  38. 44. They way we use Virtual Worlds will change!
  39. 45. Today: Nobody says anymore ...
  40. 46. ... I will go into the Internet now ...
  41. 47. You say:
  42. 48. “ I'll buy me a book on Amazon“
  43. 49. “ I'll watch a movie on iTunes“
  44. 50. “ I'll tell him, what do do” (via Email)
  45. 51. This will change here aswell!
  46. 52. You will say:
  47. 53. „ I will attend a product presentation“
  48. 54. „ I will meet some friends to discuss this or that“
  49. 55. „ I will have a look what's new from IKEA this season“
  50. 56. Window Snyder, Mozilla Foundation
  51. 57. “ Instead of Web sites like we have now, we'll have 3-D representations in the virtual world [..]“
  52. 58. “ [..] The browser, though, will have to go through a lot of changes of its own to enable all of this“
  53. 59. IBM has shown a solution for browser based access for three different virtual worlds in London last week!
  54. 60. IBM has shown a solution for browser based access for three different virtual worlds in London last week!
  55. 61. The barriers will be lowered massively
  56. 62. The access will be context driven
  57. 63. Fact is ...
  58. 64. ... more and more people spend several HOURS / MONTH in VWs
  59. 65. For example:
  60. 66. Facebook: 3 hours / month
  61. 67. Second Life: 20-40 hours / month
  62. 68. This media usage is substituting ...
  63. 69. ... less television
  64. 70. ... less other media channels
  65. 71. 1. Why should you think about investing in Virtual Worlds?
  66. 72. Anwser: Because this channel will gain so much market share, that it becomes business critical ... AND ..
  67. 73. ... it offers you ways to communicate with your community ...
  68. 74. ... which other channels can't offer ...
  69. 75. ... and which will be requested by your community in the near future
  70. 76. So what are these possiblities?
  71. 77. First: What do the residents?
  72. 78. Second: What can I do there?
  73. 79. 1. They create a virtual presence
  74. 80. Avatar Picture
  75. 81. Avatar Picture
  76. 82. Avatar Picture
  77. 83. Avatar Picture
  78. 84. Avatar Picture
  79. 85. Compared to Web2.0 ...
  80. 86. Avatar Picture
  81. 87. Avatar Picture
  82. 88. Avatar Picture
  83. 89. 2. They communicate with others
  84. 91. Compared to Web2.0 ...
  85. 93. BUT: in real-time
  86. 94. 3. They create content
  87. 105. Compared to Web2.0 ...
  88. 106. Picture: blogger.com setup a blog
  89. 107. Picture: blogger.com setup a blog
  90. 108. Picture: blogger.com setup a blog
  91. 109. Picture: blogger.com setup a blog
  92. 110. 4. They do things together and share a social experience
  93. 111. Picture: They go Shopping
  94. 112. Picture: They go Dancing
  95. 113. Picture: They attend events
  96. 114. Picture: They havent romantic moments
  97. 115. Picture: They havent romantic moments
  98. 116. Compared to Web2.0 ...
  99. 117. ???
  100. 118. Can we do thing together like this in the web?
  101. 119. Example:
  102. 120. When you are on any site on Amazon ...
  103. 121. ... thousands of others look at this site at the same time aswell ...
  104. 122. ... but you don't see them!
  105. 123. In a Virtual World you would!
  106. 124. You could talk to them!
  107. 125. Get direct recommendations
  108. 126. You could find new interesting people
  109. 127. And why is that possbile?
  110. 128. The Avatar brings us not only a virtual presence ...
  111. 129. ... but even more you have proximity & distance in an 3D environment!
  112. 130. That doesn't exist in the web!
  113. 131. So what should YOU do there?
  114. 132. First: Don't make the same mistakes, we all have done in the web!
  115. 133. Don't just copy an existing model on new medium!
  116. 134. Broschures as static webpages in an interactive medium ...
  117. 135. ... has been a bad idea!
  118. 136. Linking to webpages or just setting up buildings in a 3D enviroment, where everybody is TALKING and DOES things together with others ...
  119. 137. ... is bad idea aswell ;)
  120. 138. In the web we needed to learn, what is possbile beyond adaption of existing well known models ...
  121. 139. ... in Virtual Worlds we need to do this again!
  122. 140. Find the approaches your company can realize within a Virtual World, which you couldn't do before. Start experimenting with them!
  123. 141. First: What do the residents?
  124. 142. Second: What can I do there?
  125. 143. 1. Allright, you can setup your virtual presence ... that's o.k. ;)
  126. 144. 2. You need to communicate with your community in-world ... ... in REALTIME ... ... FACE TO FACE ...
  127. 145. 3. You can give residents something to do ... ... maybe think of „crowdsourcing“ ... ... involve them directly, because they are really there!
  128. 146. 4. Provide them possibilities to have shared experience with your brand!
  129. 147. Get them involved and be an active part of the communication in-world!
  130. 148. How can this look like?
  131. 149. First Steps:
  132. 150. First Steps:
  133. 151. Hype?
  134. 152. Hype?
  135. 153. Making Sense Of Business in Virtual Worlds Wir verstehen uns als Full-Service Dienstleister im Bereich virtueller Welten, der Maßnahmen messbar macht und in den Kontext einer integrierten Kommunikation stellt.
  136. 154. Against the prevalent opinion ...
  137. 155. Advertising in Virtual Worlds works!
  138. 156. CTRs between 5 and 12 percent
  139. 157. BUT:
  140. 158. It is important WHAT you advertise
  141. 159. Linking to the web is a bad idea!
  142. 160. You should keep residents in-world
  143. 161. ... and ... provide them a medium specific offer from you company!
  144. 162. Advertise your in-world activities!
  145. 163. Second Step:
  146. 164. In-World Activities?
  147. 165. Two examples:
  148. 166. Pontiac Case einfügen
  149. 167. Pontiac Case einfügen
  150. 168. Pontiac Case einfügen
  151. 169. Pontiac Case einfügen
  152. 170. Pontiac Case einfügen
  153. 171. Pontiac Case einfügen
  154. 172. Pontiac Case einfügen
  155. 173. Pontiac Case einfügen
  156. 174. Pontiac Case einfügen
  157. 175. Pontiac Case einfügen
  158. 176. Pontiac Case einfügen
  159. 177. Pontiac Case einfügen
  160. 178. What can we learn from this projects?
  161. 179. 2. How to do marketing and advertising within a Virtual World?
  162. 180. Be part of the communication
  163. 181. Give residents something to do
  164. 182. Provide them the possibility to have shared social experiences
  165. 183. That is, what it's really about in a Virtual World
  166. 184. And now I tell you the best ...
  167. 185. ... everything is measurable, AND ...
  168. 186. ... you can connect this data with existing back-end systems!
  169. 188. It's about Analytics
  170. 189. It's about API's
  171. 190. It's about Targeting
  172. 196. You can measure:
  173. 197. What have they done at my presence?
  174. 198. Which events have they attend?
  175. 199. What do they look at?
  176. 200. What do they talk about?
  177. 201. ... and ...
  178. 202. What interests do they have?
  179. 203. Let me explain the last point:
  180. 204. Let me explain the last point:
  181. 205. Let me explain the last point:
  182. 206. Let me explain the last point:
  183. 207. FAZIT
  184. 208. The market is growing!
  185. 209. It will become relevant for you!
  186. 210. You strategy for Virtual Worlds is similar to you Web2.0 strategy
  187. 211. You can have real-time conversations with your community!
  188. 212. You can get direct feedback from your Community!
  189. 213. You can deepen the relationship by providing shared experiences with your BRAND
  190. 214. You can collect all this data and enrich existing SYSTEMS with it
  191. 215. Let's make sense of business in virtual worlds now!
  192. 216. Thank You !
  193. 217. And don't forget your Feedback: feedback.berlin.web2expo.com
  194. 218. Contact <ul><li>Sebastian Küpers, Chief Creative Officer </li></ul><ul><li>The Otherland Group Köpenicker Str. 48/49 (DAZ) 10179 Berlin-Mitte, Germany </li></ul><ul><li>sebastian.kuepers@otherland-group.com +49 [151] 1248 40 32 http://www.otherland-group.com http://otherland.blogs.com </li></ul>

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